Interbrand nets global Wrigley task

It is understood to be the first time that Wrigley has consolidated its global design functions into one group. Traditionally, Wrigley has used multiple design groups and in-house creative staff for non-structural packaging design.

Interbrand’s global network has been tasked with delivering strategy and design for Wrigley’s brands, including its chewing gum, Lifesavers and Altoids ranges, although specific brands have yet to be confirmed.

Interbrand saw off competition from 12 consultancies in a credentials pitch, overseen by Wrigley director of marketing and communications Brian Wright, which reviewed resources, capacity, expertise, approach, processes and presence.

Wrigley is an existing client of Interbrand, having worked with the consultancy for around 18 months.

Interbrand London executive creative director Andy Payne says that the brand took the step of consolidating its graphics work in a bid to synergise its brand portfolio.

Wrigley and its brand are divided into four design ‘regions’ – Chicago, Munich, Guangzhou and Moscow – dovetailing with Interbrand’s regional presence.

Payne refuses to disclose how much the account is worth to Interbrand, but it is understood to rank among the group’s top ten clients in the US.

Wrigley generates global sales of around $4.7bn (£2.4bn) and distributes its brands in more than 180 countries.